Meet Model B: The EXALT Model B Creative Campaign
COMPANY:
Boston Scientific
MY ROLES:
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Creative Direction
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Art Direction
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Campaign Development
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Visual Design Lead
TEAM CREDITS:
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Pat Piasecki, Lifestyle Photographer
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Jeff Coolidge Studio, Product Photographer
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Hayley Brearton, Sr. Visual Designer
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Kristin Baker, Content Strategist
Boston Scientific launched the EXALT Model B Single-Use Bronchoscope, a product designed to break new ground (and maybe a few conventions) in critical airway care. Breaking into the bronchoscopy market meant the campaign needed to communicate not only functionality but also its alignment with the trust and authority of the Boston Scientific brand. After extensive research, I collaborated with the Endoscopy team to translate insights into a creative campaign that balanced clinical rigor with emotional brand storytelling.
The Model B campaign delivered a cinematic journey unveiling a new standard in respiratory patient care. The visuals employed dynamic compositions, precise anatomical imagery, and a clean, modern aesthetic that highlighted the product's clinical benefits, safety, and ease of use while evoking confidence and curiosity. This approach elevated Boston Scientific's brand positioning as an innovator in critical airway care solutions.
Championing Clinical Performance
Cost-consciousness and convenience often drive hospital purchasing decisions ahead of clinical performance. Reports indicate that physicians under pressure may settle for "good enough" products, unaware of better options available in the single-use market. The marketing strategy addressed this challenge by emphasizing how the Model B compares to—and outperforms—competing products. Imagery focused on respiratory therapists as patient and airway champions, complemented by product-centric visuals that highlighted key benefits. Atmospheric elements like motion and bokeh blur added depth and mood, inviting viewers to envision themselves in this critical role alongside Boston Scientific.
Digital
